"Theory of generations" - as an HR tool. Generation x Adult generation hence when analyzed

The theory of generations was created in 1991 by American scientists Neil Howe and William Strauss. They simultaneously and independently of each other decided to study in detail such a concept as "generation". Their attention was attracted by the well-known "generational conflict", which is not associated with age-related contradictions. The adaptation of the theory of generations for Russia in 2003-2004 was carried out by a team led by Evgenia Shamis.

This theory is based on the fact that the value systems of people who grew up in different historical periods are different. This is due to the fact that a person's values ​​are formed not only as a result of family education, but also under the influence of social events, the entire context in which he is in the period of growing up. Everything matters: economic, social, technological, political factors. According to this theory, the formation of values ​​occurs until about 12-14 years of age.

Representatives of the next generations now live in Russia (the years of birth are indicated in parentheses).

• The Greatest Generation (1900-1923).
• Silent Generation (1923-1943).
• The Baby Boomer Generation (1943-1963).
• Generation X ("X") (1963-1984).
• Generation Y ("The Game") (1984-2000).
• Generation Z "Zed" (since 2000).

Let's dwell on each in more detail.

Greatest Generation (1900-1923)

The basic values ​​of people belonging to this generation were formed until the mid-30s of the last century. These years, as we remember, were revolutions, civil war, collectivization, electrification. They are distinguished by hard work, responsibility, belief in a bright future, adherence to ideology, family and family traditions, categorical judgments.

Almost every one of us is familiar or was familiar with people who were born in those years. If they judge something, then it is really very difficult to convince them of something. These people, even at an old age, at 80-90 years old, are ready to go through the courts to prove their truth. Money is not a value for them. Apparently, this is due to the fact that money during their life has repeatedly depreciated, became pieces of paper, and people many times lost everything that they gained.

Silent Generation (1923-1943)

The values ​​of these people were formed until the mid-50s. We all remember this time interval: the Great Patriotic War, Stalin's repressions, first the destruction of the country, then restoration; the discovery of antibiotics.

The concept of "family" is a sacred concept for them. Only in the family he can talk on any topic, discuss problems, because his relatives will definitely not betray or let him down. In other places, they will control themselves. Hence the name of the generation - silent. The fact that antibiotics were discovered at this time, which turned the whole world medicine, inspired them with unconditional respect for doctors. The doctors' words are a law that defies discussion. People belonging to this generation respect the laws, positions and statuses of other people, they are very law-abiding. Resting them is often associated with restocking, pickles, jam and canned food cabinets.

The Baby Boomer Generation (1943-1963)

The events that had the greatest influence on the formation of the values ​​of people of this generation: of course, the victory in the Great Patriotic War, the Soviet "thaw", the conquest of space, uniform standards of education in schools and the guarantee of medical care.

The generation received the name because of the post-war surge in the birth rate. They grew up in a real superpower.

They believed in their country as they did not believe either before them or after them, and they probably still do. The events that determined the fate of this generation are very powerful. These people are optimists, team people, collective people.

Even the sluggish Soviet economy responded to the peak of the maximum activity of the "boomers" in the 1960s and 1970s. It was then that the networks of specialized stores "Svet", "Radio", "Hunter-fisherman" and others appeared in the country.

The best sport for them is football, hockey. The best vacation is tourism. In other people, they greatly respect curiosity. Now representatives of this generation, "boomers", are quite active, go to fitness centers, swimming pools, master new gadgets and the Internet, travel to other countries as tourists.

Generation X, or Generation Unknown (1963-1984)

Values: willingness to change, choice, global awareness, technical literacy, individualism, desire to learn throughout life, informal views, search for emotions, pragmatism, self-reliance, gender equality.

Now in business this is the largest generation, including myself. This is the so-called generation with a key around their necks, children who were accustomed to early independence, did their homework themselves, knew how to warm up the dinners left on the stove for themselves. Their parents - "boomers" believed that the better the child learns to cope with difficulties, the easier it will be for him to live. Therefore, they did not make life easier for their children and could even complicate it for pedagogical purposes. The key on the neck is a symbol of early independence, which many of my peers remember well.

"X" draw conclusions based on their own experience, but at the same time are strongly focused on the opinion of loved ones. They, unlike the previous generation, are more fond of individual sports - tennis, alpine skiing. They value their time very much, they are in a hurry all the time. All companies doing business on convenience foods and fast food should be grateful for their appearance precisely to representatives of generation X.

The thing is that representatives of generation X are very pragmatic, they understand that fast food is not useful, but fast. Also, when choosing medicines, they will choose a more potent one, realizing that, perhaps, this is not the best option for a quality recovery.

What is happening at this time in the world during the growing up of Generation X people? The closeness of the country, stagnation, the cold war, the war in Afghanistan, the emergence of drugs, the beginning of perestroika. And also such an important phenomenon happened at this time as the divorce boom. Family values ​​at this time were very shaken, many women - representatives of this generation began to do business, strive for independence.

The main value of X's is to have a choice. The best work for them is the one that allows them to show their creativity. “X” does not have to change jobs all the time, but it does need to be realized all the time. Patriotism among representatives of this generation is much less pronounced than among their predecessors, in order to understand the reasons for this, it is enough to look again at the list of events that occurred at the time of their growing up. For X, the homeland is, first of all, a small homeland, or a very small one: a family, a close circle of friends, one that he considers his own.

Generation X in Russia includes most of the successful entrepreneurs of our time - Evgeny Kaspersky, Oleg Tinkov, Evgeny Chichvarkin.

Generation Y, or Generation Millennium, Next (1984-2000)

Values: freedom, entertainment, the result as such. The concept of “civic duty” and “morality”, “responsibility” is also included in the value system of these people, but psychologists note their naivety and ability to obey. Immediate gratification comes to the fore for Gen Y.

In research, Generation Y is also called the Generation of the Thumb due to the fact that a cell phone has existed for them almost always and these guys are able to write SMS very quickly. They are very similar to the representatives of the Greatest Generation, whose representatives were born at the beginning of the last century. The same categorical. The collapse of the USSR, terrorist attacks, military conflicts, the rapid development of communications, digital technologies, the Internet, mobile phones took place during their childhood and growing up. The development rates have become very high. The era of brands has arrived.

Drug addiction, tobacco smoking, alcoholism are among the main problems, discussed at the highest level, right up to the interstate level. The era of publicity has come - everything went to television and the Internet. Another important aspect is globalization, erasure of borders and leveling of national differences and traditions.

Important features. Almost all representatives of generation Y are not accustomed to the independence that was inherent in their parents - "X" and grandfather - "Boomers." They grew up confident in their own worth. Due to the fact that the external environment around them changed very quickly during their growing up, they became inherent in such features as the desire to receive immediate reward for the work done, absolute disbelief in the distant future. When he is told that he needs to work ten years in the organization, and your work will be rewarded with a secure life, he replies: “What ten years? We may have a different country in ten years. After all, life is changing so quickly. Ten years ago there were no smartphones, no fast internet, or even the Schengen zone in Europe. "

And he's right. If for previous generations nothing has changed for decades (and for their predecessors - for centuries), in his life, except for rapid changes, there was nothing. He knows no other life.

Another important aspect for "gamers" is fashion, brands. They even go in for sports not in order to win, to be healthy or to feel better, but because it is fashionable and enjoyable. If the “gamers” choose a sport, it will be a beautiful sport rather than a useful one.

Generation Z (since 2000)

And finally, let's say a little about the generation of people who were born after 2000 and continue to be born to this day. Little is known about this generation, since the values ​​of even the oldest representatives of generation Z are in the process of formation.

The theory of generations itself is based on the assumption that generations are not only different from each other, they are also cyclical. So, as mentioned above, representatives of generation Y are somewhat similar to the "greatest". There are also opinions that Generation Z will be very similar to the "silent generation" that was born before World War II. Of course, we can only assume, but if the theory of generations is correct, then they will be about the same as those whose childhood fell on the war and post-war years.

What global events are taking place now, during the growing up of Generation Z children? World financial crisis, business consolidation, creation of retail chains.

Their silence may also be due to the ubiquity of various means of communication; they draw conclusions based on the information they received from the Internet. The share of live communication with people is steadily decreasing in favor of the virtual one.

In order to visualize which generations are now the basis of the able-bodied population, we present a scheme developed by ECOPSY Consulting *.

Before we generalize what has been said above about the theory of generations, I would also like to draw your attention to the fact that the years of birth indicated for each generation are approximate frames. Much depends on the specific region in which a person grew up. For example, if in large cities generation Y was born in 1983-1984, then X was born in the outback in 1986. In addition, there are people who were born on the border of generations, in which case they may have value characteristics inherent in to both generations.

If you, as a young manager, think that among your employees, most likely, there will not be people of an older generation than the one to which you belong, then keep in mind that they will most likely meet you in the form of your leaders, colleagues or clients.

Basic values

Knowing and understanding the basic values ​​of employees belonging to different generations, we can more targeted work with them in terms of their motivation and setting goals for them. For example, we will need to take into account that for a person born after the war (1943-1963), the status of things is very important.

The origin of everything he touches is important. For example, if he has a good Swiss watch, he believes that this has seriously pushed him on the path of success in life. This is important to him. And if you tell him that this Swiss watch, which he is so happy with, is actually made in Taiwan or Korea, you will significantly ruin his mood. In his understanding, everything should be conservative and predictable, square - square, and perpendicular - perpendicular. Swiss watches made in Korea are nonsense.

Therefore, when we are looking for arguments for these people to motivate them for something, we must definitely refer to the authorities. The Russian president himself is skiing - this is an argument. The same furniture is in the head office of Gazprom - this is an argument. Bruce Willis wears the same shirt - that's an argument.

People of this generation have a certain conservatism towards brands. If he once decided for himself that adidas is cool, then he will think so all his life. It is very difficult to convince them, he can only convince himself. You can gradually slip materials, invite people who are authoritative for him, but it is useless to put pressure on him. It is important to take this into account.

But the X's love to be surprised. For them, the property or quality of the product will matter more than the brand. They are ready to use Chinese devices if they are of high quality. IKEA has definitely hit the X's. The generation of those who grew up with a key around their necks will assemble these stools with their own hands and fold modular furniture in different combinations.

Independent "xes" and in more important issues will try to draw conclusions themselves, make decisions, it is very difficult to influence them. If you want “X” to do something, he must “reach” this himself, he will not take his word for it. It is imperative to take this into account when setting the "X" tasks. Only if they understand why you are setting such a task, what goal you are actually pursuing, they will perform the task, but in this case they will perform in an exemplary manner.

For a “game”, we have already said that the determining factor when choosing a product is the brand. He is well versed in fashion, knows what is fashionable now, what is not fashionable. Even knowing that the chemical composition of aspirin from different manufacturers does not differ from each other, he will choose the more fashionable brand of aspirin.

Mood is very important for them, they love positive emotions. For such people to work effectively, they must enjoy both work and interaction with people. You will constantly have to create such conditions for them.

The question of how to effectively work with employees - representatives of generation Y, is now probably the most discussed in the HR environment. The business was not ready for their appearance. Over the past ten years, organizations have recruited mainly employees - X, told them: "For ten years you will work with us, you will earn a good car and an apartment." It was for the “xes” that the enterprises developed such motivators as systems of grades and ranks: “Those who work for five years - such a bonus, those who work for ten - such a bonus”. And now generation Y has come to the world prepared for the Xs. And for them grades and allowances are an empty phrase.

Now all the previously created systems of motivation break on it. The best head of the sales department, whom I have seen, gives a supernatural result, 2.5 times more than the others, top managers meet with him, give him a big bonus: career! " And he answered: “No, guys, I want tomorrow. I have already invested, I want a return. "

That is, by and large, it must be admitted that the business was not ready for the "game", until now managers, coaches and consultants in many organizations are trying to come up with and create conditions that are interesting for the gamers. At the same time continuing to work with Boomers and Xs.

Formula of management. A practical guide for a novice leader/ Timur Dergunov. - M .: Mann, Ivanov and Ferber, 2015.
Published with permission from the publisher

Humanity has evolved, changed, developed; it was varied and unstable. In this socio-anthropological dynamics, only a little remained unchanged, namely the presence of values ​​- people had, have and will have them. Based on the values ​​of the owner, managers create and develop companies, attract employees who share their ideology. Values ​​add meaning to life, and we react to them when we make a choice, we focus on them.

"Theory of generations" is a convenient, understandable and easy-to-use tool in work (not only for HR managers), communication, and life. The theory does not need to be thoroughly studied - it simply summarizes the knowledge and experience that people have that everyone receives during their life.

VALUES AND CHARACTERISTICS OF GENERATIONS

Silent Generation / (born 1923-1945)

• Devotion
• Compliance with the rules
• Law and order
• Respect for position and status
• Sacrifice
• Subordination
• Honor
• Patience
• Economy
• Religiosity (cf. partisanship for Russia)

Generation Boomers / (born 1945–1965)

• Idealism
• Optimism
• Image
• Youth
• Health
• Work
• Team orientation, personal growth
• Personal reward and status
• Involvement
• Excellent performance
• Media professionals
• Emphasize gender appeal
• Nostalgia and religiosity

Generation X / (born in 1965–1984)

• Changes
• Choice
• Global awareness
• Techno literacy
• Individualism
• Survival
• Lifelong learning
• Informality
• Searching for emotion and fear
• Pragmatism
• Hope for yourself
• Unisex
• Equality

Generation Y / (born 1984–2000)

• Changes
• Optimism
• Sociability
• Self confidence
• Diversity
• Subordination
• Outdoor orientation
• Immediate reward
• Civic duty
• Morality
• Achievement
• Naivety
• Technician Pros

The value approach is at the head of the teaching. Since childhood, on a subconscious level, we know how to motivate representatives of different generations, how to convey information correctly - we not only know, but also do. "The theory of generations" helps to translate intuitive knowledge into a conscious system and apply it in communication, choosing the right way and channel to convey information (in diagrams, instructions, in live communication), control over the work done, and motivate staff.

Silent ones, boomers, xs and games

The theory of generations was created in the 90s of the XX century by American scientists - historians and sociologists Neil Howe and William Strauss. They moved away from the traditional interpretation of differences based on age only and characterized generations based on deep values. As a result, the following classification of the 20th, and later of the 21st century appeared: Generation of Builders (GI), Silent Generation, Generation of Baby Boomers, Generation X (also called the Thirteenth), Y (Millennium, or Generation of the Network) and Generation Z , whose representatives were only recently born.

The Hove and Strauss theory was created in the United States, with the Americans decomposing their history, generations before the creation of the American state. Having become interested, scientists and business practitioners began to test the adequacy of the hypothesis for other countries - in South Africa, Canada, Europe, Asia - and found that the theory works! With certain modifications on a wide variety of continents, generations and their values ​​are similar. Is that sometimes there is a delay in the appearance of the same generation (as, for example, in South Africa).

Every four generations make up a cycle. The duration of one cycle is approximately 80–90 years. Then the repetition begins: the fifth generation has values ​​similar to the first. Accordingly, representatives of Y are similar to Winners, Builders. By the way, the latter actively participated in the revolution in Russia, and then launched rockets and built the first cities. Will this sense of omnipotence manifest in the current generation as they grow older?

How to use Generation Theory in HR?

Now the labor market is represented by generations of Boomers, X, Y. What are the typical situations of their interaction?

Situation 1: The struggle for managerial positions between the Boomers and the advancing or already taking managerial positions Xs is quite vividly manifested. What does it mean? Baby boomers, a generation of optimists, idealists, have begun to retire. But it is very difficult to give up their positions - they try to stay active and “the best” as long as possible. Moreover, these are workaholics - it is difficult for them to imagine themselves, their life outside of work. And Generation X with their principle “our whole life is a struggle” more and more often and at times aggressively displaces Boomerov from managerial positions. Two bright generations - two bright, clear positions.

How does the change of managers affect company employees and HR?

Change in leadership values ​​- a change in approach, goals and strategy. When changes are manifested in a complex, it is important to react correctly and quickly ourselves, change technologies and methods, adapt, and sometimes change personnel.

Boomers have established their own principles and practices in the company, and employees live in accordance with them: irregular working hours, gradual climbing the career ladder, emphasis on certificates and training, all emotions outside of work. What are Gen X representatives entering? The emphasis is shifted to the practical experience of a person - this is a hallmark that many are already guided by. For Generation X it is important to be not only the best, but also unique and special. They understand that emotions and relationships help in business, therefore they continue to test relationships at work, actively introduce corporate cultures.

Some changes have already taken root: if the Boomers actively promoted the formal style of dress at work, then the Xs have already got their informal Friday in appearance (Friday casual). Will the general bias towards informality increase?

Situation 2: The working age of the younger generation Y fell on a period of demographic decline in Russia and economically developed countries, increased migration and increased attention to attracting and retaining talented employees.

Gamers grew up in the era of the virtual world, computers, digital technologies - their technical literacy is of a completely different nature than that of previous generations. They are focused on quick results and are not ready to wait long for rewards, they are easily adaptable. At the same time, world famous companies and brands are less important for them; they are interested in places, things that to a greater extent reflect their values, personality, features. The previous generation X also values ​​individuality, but for them it is a matter of principle, a kind of demonstration to everyone of their strengths and capabilities. For the Igrekov, individuality is the norm, especially given the widest choice. You don't need to prove it, you don't need to risk it. These employees understand that it is often not the companies that choose them, but they choose, because in the market demand exceeds supply, and indeed "because I just want to choose myself."

By the way, Generation Y is not so greedy for money. This must be taken into account in the creation of motivation programs and the development of learning mechanisms. Now they are ready to learn, consciously go to subordinate positions, and often they are looking not just for a teacher, but for a Teacher with a capital letter, a mentor with whom they will communicate individually. The players are talented, but in addition to talent, the issues of responsibility for the company, for the region, for the country are important for them - moral and ethical values. Do you use this factor in your company? What do you as an HR give to the young generation Y? Are they ready to stay with you? Pay attention - they started talking about managing talented employees at the junction of generations X and Y. The former are now at the stage of the Artist, and the latter are in the transitional stage from Hero to Wanderer. It is symbolic.

In summary, "THEORY OF GENERATIONS" IS:

• A handy practical guide that is increasingly aware of its role in human resources management. As a result, everyone speaks a convenient and understandable language. And understanding is in many ways a guarantee of partnership.
• It is a good tool for planning the staffing needs of the company and forecasting the issues that will have to be faced in HRM.
• This is a guide when choosing channels for delivering information to representatives of different generations and building a communication and motivation system.
• It is a way of shaping values ​​and corporate culture, taking into account the characteristics of different generations.

They say that the future is not far off, where the expression "office employee" will disappear from everyday life. Every year more and more people are looking for remote work, more and more employers are looking for an effective team that will work from different parts of the world. Colleagues from EnglishDom shared with their HR life hacks: they told what they pay attention to when expanding their remote team of employees and how the XYZ Generation Theory makes their life easier and their work more efficient.

Source: photogenica

The "Theory of Generations" was developed by the Americans William Strauss and Neil Howe. Their first book on this topic, Generations, was published in 1991. The next book, The Fourth Turning, published in 1997, developed the theory. The authors wrote about the four-part generational cycle and repetitive patterns of generational behavior in US history. The last 3 generations described by the authors have received the following names:

• "Generation X" - people born in 1961-1981)
• Generation Y or Millennials: 1982-2004
• Generation Z - people born after 2005.

Despite the huge layer described by the authors - they traced the history of generations since 1584, it was the last three generations of "contemporaries" that caused the most discussions. They are studied, evaluated, formulated what unites people of one generation and distinguishes them from representatives of another.

At EnglishDom, over ten years of work, we have made sure that the effectiveness of a team does not depend on the number of hours spent by an employee in the office. It's all about the individual approach and motivation. Since our team works remotely, the issue of effective motivation is of particular importance. HR-specialists of EnglishDom, analyzing job seekers, came to the conclusion that the most effective tool for recruiting employees for remote work is the "XYZ Generation Theory". The theory is based on the difference in values ​​of people of different generations.

Due to the diametrically opposite factors of each generation, it is wrong to evaluate applicants on a single scale. Therefore, the main task is to select professionals, taking into account the characteristics of each generation. Taking into account these differences, a system of assessment, selection and motivation of personnel has been developed:

Generation X

Motivation:

• integration into corporate culture
• stability and confidence in the future
• clear knowledge of all the details of their work
• opportunity for learning and personal growth
• fixed salary

Generation X employees are valued for fundamental knowledge and experience.

What do we offer:

• permanent employment
• high salary
• training opportunity for further career growth
• the opportunity to use modern developments and technologies.

In our team, representatives of this generation are no more than 15%, mainly in the field of teaching.

Generation Y

Motivation:

• monetary reward
• lack of bureaucracy in the workflow
• hi-tech equipped workplace
• introduction of new technologies in the company
• workflow optimization
• lack of dress code and corporate etiquette

What we offer Generation Y:

• the ability to work in a format convenient for them
• work from anywhere in the world
• free schedule
• minimum formalization, reporting and bureaucracy
• horizontal communications
• do not put subordination "at the forefront"

The majority of representatives in our team. It is these employees who move and develop the company in which they work.

Our HR specialists consider the summer lull to be an especially successful period for finding talented employees. Right now they are most free from work and study. Valuable employees can be found both among qualified and experienced professionals and among students. It is worth dwelling on the peculiarities of attracting students to the company in more detail.

"On the golden porch sat: Tsar, prince, king, prince, shoemaker, tailor ... Who will you be?"

Today I will tell about the theory of generation X, Y, Z

In 1991, a book was published that essentially predicted the September 11 terrorist attack and the 2008 financial crisis in the United States.

Former US Vice President Al Gore called Generations the most inspiring book on history: "If the United States lives quietly to 2015, then their work will be forgotten, but if they are right, they will take their place among the great American prophets."

The idea is that generations with the same historical experience early in life form a collective portrait and live according to similar life scenarios. Values ​​are formed by the age of 11-12 under the influence of historical events (war, manned space flight, perestroika, etc.).

Generations X and Y these are those who are now from 31 to 45 years old, the second from 21 to 30 years old. The generation of schoolchildren and to some extent the 20s are classified as Z.

Below I will give a description of each generation, and you try to relate them to yourself. At the end we will arrange a voting)

So, the average basic duration of "generations" is about 20 years.

However, there are no precise boundaries separating one generation from the next. People can be of different generations depending on the growing environment, social, educational and technological opportunities, and trends. Someone grew up alone, and someone has younger or older brothers or sisters - this also leaves an imprint.

Researchers distinguish border zones - this is a period of plus or minus three years from the "official" date of the emergence of the new generation.

People born in this zone share the values ​​of both generations, which gives them greater flexibility and adaptability. This is true called "border guards"

Generation X (Generation X)- the term was first used by Jane Deverson in 1964 in a study of British youth that identified a generation of adolescents who “sleep with each other before they get married, don’t believe in God, don’t love the queen, don’t respect their parents, and don’t change their last name when they are married ".

Usually "Xs" were born approximately from 1963/65 to 1982/84.

The main distinguishing feature- they are very independent, as they grew up in conditions of autonomy - no one told them when, where and what to do. They themselves came from school, warmed up lunch, walked. They were called so - "children with a key around their necks."

The parents were too busy at work and these children learned to keep themselves busy. Xes were alone for days on end.

They received little parental warmth, but many gifts. Therefore, as adults, they formed a "consumer boom", buying up everything that moves.

Self-reliance goes hand in hand with self-sufficiency. They rely only on themselves. and are reluctant to share information (information is value). They thoroughly delve into everything they do, and also strive to establish useful connections.

Generation X - generation lost faith in everything- in their parents, social institutions, social structure ... They are more pragmatists than romantics.

Key features of Generation X

1) heightened intellectual ability, global awareness, technical literacy, commitment to lifelong learning;

2) pragmatism and self-reliance; autonomous work; the desire to hide information; survival in critical situations.

3) dissatisfaction with the authorities, lack of trust in the leadership and enormous political indifference;

They are sometimes called "Generation Wanderers " - they are born during social ideals and spiritual quests.

Wanderers grow up as unprotected children, come of age as estranged young people, become pragmatic adult leaders, and face old age after this period with more vitality.

This generation was greatly influenced by the Afghan and Chechen wars, the end of the Cold War, the beginning of the era of personal computers and the emergence of the Internet. They love their computers, nature and McDonald's fast food. (even if they don't talk about it :)

Millennials or Generation Y

In the United States, the generation of "Yigrek" is associated with the rise in the birth rate, which began in 1981-1982, and in Russia, the generation of those born with 1983 to late 1990s.

In general, the beginning of a new generation is a controversial issue. So "border guards" born from 1981 to 1985 will have to identify themselves on their own :)

Key features of Generation Y

Generation "Y" is in no hurry to take on the responsibilities of adulthood because of the negative example of the previous generation (their parents married early, divorced early, went to work early).

They tend to delay the transition to adulthood for a longer period than their peers in previous generations, as well as stay longer in the parental home.

They are called " by the Peter Pan generation", - the concept of eternal youth is close to them.

Generation Y grew up in greenhouse conditions: they always had food, toys, money. "Games" are accustomed to the fact that all their desires are fulfilled, they are somewhat idealistic and even impractical, but what frustrates the "X" most of all is that they are poorly adapted to the world around them.

The relationship between generations X and Y can be illustrated by this dialogue:

- hello egg!

- I'm a chicken...

Often times, Y are unable to reveal their talents - they need an experienced mentor. In this regard, "Xs" and "Igrs" are able to develop each other: "Xs" land the "Igrs", and "Igrs" show the elders how to live in the here and now.

Y is called " generation of disappointed hopes": More was expected from life than they received by thirty. They are characterized by an increase in the involvement in the life of the team.

They especially often complain about the lack of feedback and information at work and in the family circle. They need nuance, they want to understand what is still worth working on, and where everything is already good, it is important for them to share what they are experiencing.

Baby Boomers and Xs complain that Y reads few books, and the Ygreks themselves use completely different formats for development - travel, communication, video, gadgets.

For Millenniums, care for the world around them, integration into the world space are important. They often challenge the accepted rules and are distinguished by a "horizontal" vision of social contacts. They believe that it is effective - precisely the team that may not need a leader at all.

While Baby Boomers and Xs adhere to a hierarchical paradigm of social interactions.

The main complaint of hyperresponsible "Xs" to Y is the lightness of the latter, the desire to try everything without staying for a long time at one job, excessive emotionality.

Representatives of the "Y" generation will often change jobs. They need everything and preferably at once: the world is changing too quickly. Hence another name for the generation "Y" - trophy generation Because they want more value from their work and greater participation in decision-making, they prefer flexible working hours.

What is in short supply becomes the values ​​of a generation. During the childhood boomers, books were a rarity - and they are extremely important to them.

"X" gives children the opportunity to learn foreign languages ​​- in their time it was a pass to the world of success, and "Games" consider it important to teach descendants the art of communication.

X and Y are the so-called " digital immigrants"because they were born before many modern technologies existed. And their children - generation Z - are already the first truly digital generation .

After the millennials, "young, leggy and politically literate" have already grown up. They are also called "Generation MeMeMe" - generation "YAYAYA" or generation Z.

They grow up in the era of the Internet and the heyday of social media and do not even remember the time without the Internet in direct access ...

Their worldview was influenced by the global financial and economic crisis, Web 2.0 and the development of mobile technologies.

Obsessed with techno fetishes taking comical selfies in toilets and elevators, they bring sleepovers under the door of Apple Stores ...

In the digital world, they are locals, not immigrants. They are called Digital Natives.

There is a significant variation in their dates of birth. Many are inclined to think that these are people born from 1993/98 to 2014, moreover, 1996 and 2010 are most often referred to as border dates.

In general, they are still schoolchildren, but they are already approaching 20 years old.

Z are very loyal to brands and stick to certain ones throughout their lives. In the long run, this is the jackpot for the fashion business ...

Although they are more risk averse and rarely wear seat belts, they have lower rates of teenage pregnancy, drug and alcohol abuse compared to Y.

Generation Z called a generation Artists .

They are overprotected by adults in crisis, they come of age as socialized opportunists in a post-crisis world, they become active adult leaders, and become judicious seniors.

Generation Z will be affected by overprotection. After school, they study in circles or with tutors. As a result, the Zetas experience a lack of communication with their peers. They understand gadgets and technology better than human emotions. But the family will be of great value to them: it is the only thing that is safe in their world.

The next generation after Z - Generation Alpha - "Alpha people" - already among us. They were born after about 2010-2011 in families X and Y. Their parents will be people who decided to offspring after thirty. Alpha people are predicted to be more balanced, positive and less aggressive.

Wait and see...

People who have one way or another in the selection of personnel, more and more often today can hear about certain generations X, Y and Z. But what does this mean? Who are these people and why should they be involved in cooperation? According to HR professionals, the young generational theory opens up wide boundaries for staff recruitment and management.

Date of birth question

For the first time, two people spoke about the peculiarities of age differences in 1991 - researchers from the United States, Neil Howe and William Strauss. They created a theory based on the differences in values ​​between people of different generations. These differences were studied, as well as the reasons for them, for example, the situation in the economy and politics, the technological development of society, etc. Some time later, the theory began to be applied in practice, because it has proven to be very effective in business. Today this theory is being used more and more often.

Age theory includes three main components (generations X, Y and Z) and one additional (baby boomers). Let's consider them in more detail.

Baby boomers

Baby boomers are people born between 1943 and 1963. As a rule, they are, teamwork and team play. Self-development is understood by them as an increasing ability to achieve collective goals.

Most baby boomers are currently retired, although there are some who still work. A distinctive feature of this category of people in Russia is their enviable endurance.

Generation X

Generation X are people born from 1963 to 1983. Their distinctive features are such traits as the ability to rely only on oneself, alternative thinking, awareness of what is happening in the world, readiness to choose and change. By and large, people in this age group are loners who are dedicated to hard work and individual success. They have been moving through their careers over the years, adhering to one direction.

Generation Y

Gen Y people are people who were born between 1983 and 2003. Their understanding of purposefulness and success is different: in most cases, they do not like to start their professional growth from the lowest levels, hoping that in a few years they will be promoted. Their main reference point is immediate growth. This is also considered their disadvantage.

However, this disadvantage can be partially justified by the desire for maximum awareness and professionalism in several areas at once, since it is impermissible for these people to be experts in one thing. Generation Y is the hope of modern business because he is characterized by the highest technical literacy, a desire to work outside the classroom and a thirst for knowledge.

It can also be added here that, according to some experts, for example, Mikhail Semkin, Executive Director of the Labor Market Experts non-profit partnership and Olga Pavlova, HR specialist at MDM Bank, Generation Y will become the main workforce in the next decade.

Generation Z

Those who were born after 2003 belong to generation Z. It is too early to assess these people from the point of view of professionalism, given their age. And it is not possible at this time to say what values ​​will prevail in their minds.

But what is all this information for?

"Personnel hunting"

If we approach the question of “hunting” for employees correctly, then it implies an answer to why human resources specialists need to know about generations of XYZ, because HR literally sounds like “Human Resources”, which means “Human Resources”, which means that a person takes a leading role here.

The attention of modern HR specialists is increasingly focused on human capabilities. And it is the potential of employees, and not the material base of companies and corporations, that becomes their main wealth.

In addition, the personnel market is witnessing an increasingly fierce struggle for applicants, and in order to emerge from it as a winner, it is necessary to provide the talented representatives of each generation with only the best conditions. Plus, it is extremely unacceptable to evaluate these people on the same scale, because they may have diametrically opposite ideas about "the work of their life." And employees can only be best understood in terms of XYZ generational theory.

What conditions are acceptable for each of the generations?

When working with staff, you need to understand that people of different generations will have different needs.

Baby Boomers, as a generation with stable demands, are primarily focused on sustainability. It is precisely stable conditions that are of decisive importance here, and it is possible to motivate these people without even resorting to using material benefits.

The main motivation for Generation X is the desire to be confident in the future and a clear knowledge of all the details of their work. In addition to this, it is recommended to use the provision of the opportunity to constantly be in the process of learning and personal growth as a motivation. If we talk about the financial side of the issue, then for people who belong to generation X, the most interesting is a fixed salary, and the system of commercial incentives does not cause them very positive emotions.

Considering that Generation Y is often referred to as the “network generation”, it is possible to engage them very successfully through the Internet, in particular, through social networks. For generation Y, the basic motivation is monetary reward, the absence of bureaucratic "problems" and a technological component, for example, the presence of high-tech equipment at the workplace. In the same case, if the organization does not introduce new technologies and the work process is not optimized, then this may adversely affect the interest of applicants in this company and activities in it.

Among other things, Generation Y prefers those organizations that have the least amount of prohibitions and restrictions. A relaxed atmosphere, a free style in communicating with colleagues, the ability to dress in a familiar manner, etc. are important here. And it will be even better if the work routine is somewhat reminiscent of a game, because this generation was raised on computer games.

What else is important to consider?

Everyone is free to adhere to their own opinion, and many may consider the XYZ generational theory as an ordinary "fairy tale", not worthy of attention. However, any company that does not focus on modern trends (like any company that blindly takes everything on faith) slows down its development. According to Olga Pavlova, mentioned above, HR specialists must certainly take into account the interests and characteristics of the baby boomer generations, X, Y and Z. If a company needs a person from generation Y, then X or the baby boomer will never replace him. An ideal situation is considered in which person-X leads person-Y, while paying attention to his point of view and.

If you do not pay due attention to the theory of generational differences, there will be a high probability of negative consequences for the company, tk. practice shows that very often a completely unsuitable person is hired for a vacant position. Striving for a quick result, HR staff can "fit" the applicant to the template, which subsequently causes disappointment for both the company and the employee and the person who approved his candidacy, and you will have to look for a new person.

Undoubtedly, being guided by the principles of the XYZ generation theory, the company can spend much more time on its assessment, compilation and analysis of personal and professional characteristics, etc., but the result is worth it, because the company gets not only the opportunity to implement strategic plans, but also a satisfied and grateful employee.

The theory of age differences can also be used to advise existing staff, as well as job seekers. If the recruiting specialist is able to correctly convey information to the applicant, in case of refusal, the applicant will understand that the reason for this may not be his personal indicators, but the totality of the peculiarities of the labor market and the specifics of the company. In addition, knowledge about the theory of generations will help the person who is looking for a job to adjust his actions and start moving in a new direction, if it did not work out in the old one.

As for corporate culture, the theory of generation XYZ helps to build it properly, because focusing on the features of the differences between generations, you can make a bias towards those values ​​that are important for representatives of the generation that predominates in the company. But the interests of others, of course, must always be taken into account.

In their work, personnel officers should be guided both by traditional methods of personnel selection, and by new trends and trends in this area, because the company's success depends on the application of the most effective strategies, and those can be found in any period of time - both in the past and in the present.